What: Retail media networks are rapidly expanding as a key revenue stream, but face mounting challenges in trust, transparency, and ROI measurement.

Why it is important: The evolution of retail media networks is reshaping retailer-brand relationships and business models, reflecting trends seen in the past year.

Retail media networks have quickly become a crucial revenue driver for retailers, with spending expected to rise by $10 billion in 2025. This surge is accompanied by increasing complexity, as brands and retailers navigate a fragmented landscape lacking standardised measurement and integration with other digital channels. Retailers such as Delhaize are setting benchmarks by using loyalty data and transparent KPIs to demonstrate measurable impact, which builds advertiser trust and drives sales growth. The sector’s evolution is marked by the integration of physical and digital touchpoints, with first-party data enabling more precise targeting and stronger partnerships between retailers and brands. Despite these advances, inefficiencies persist, including ineffective targeting and budget misalignment, prompting industry-wide calls for greater transparency and accountability. The adoption of Real-Time Bidding is seen as a promising solution to these challenges, offering the potential for standardised operations and democratised access to advertising inventory. Ultimately, the ongoing focus on trust, transparency, and effective measurement is essential for sustaining the momentum and credibility of retail media networks.

IADS Notes:  In July 2024, research highlighted the potential for retail media networks to double retailer margins, signaling a major shift in revenue strategies. By October 2024, leading retailers had significantly expanded their digital networks, intensifying competition and innovation in the sector. The focus on measurement and transparency became even more pronounced in February 2025, as Forbes reported a $10 billion surge in retail media spending alongside persistent challenges in ROI measurement. In June 2025, Retail Detail showcased Delhaize’s use of transparent KPIs and loyalty data to drive measurable results, while April 2025 Forbes articles discussed the adoption of Real-Time Bidding and the industry’s efforts to address inefficiencies and promote accountability. These developments collectively illustrate a sector balancing rapid growth with the need for trust, transparency, and sustainable business practices.

The importance of trust and transparency in retail media networks